Meet Maya Bethke

Alright – so today we’ve got the honor of introducing you to Maya Bethke. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Maya, really happy you were able to join us today and we’re looking forward to sharing your story and insights with our readers. Let’s start with the heart of it all – purpose. How did you find your purpose?

I found my purpose through the lessons I learned from my grandmother in Ukraine. She was a skin healer who believed in the power of natural remedies and taught me that a clean gut leads to healthy skin. Her wisdom sparked my passion for skincare and holistic healing. Over the years, traveling to more than 30 countries and gaining diverse experiences in aesthetics helped me refine my vision. When I finally settled in California, I realized my purpose was to create a sanctuary where people could achieve glowing skin and a sense of inner peace, blending the natural remedies of my heritage with modern skincare techniques.

Appreciate the insights and wisdom. Before we dig deeper and ask you about the skills that matter and more, maybe you can tell our readers about yourself?

I am the founder and visionary behind Kiwi Spa, a holistic skincare clinic in Pacific Beach, California. At Kiwi Spa, we specialize in personalized skincare treatments that use 100% organic, nutrient-rich, hand-crafted products. Our focus is on healing the skin naturally while uplifting the mind and spirit. What makes us unique is our commitment to providing treatments free from toxins, parabens, sulfates, and carcinogens—just as nature intended.

What excites me most about our work is witnessing the transformations in our clients. We don’t just improve their skin; we help them regain confidence and radiate positivity. Our licensed estheticians bring over 100 years of combined experience, ensuring every client receives exceptional care tailored to their specific needs.

Currently, we are focused on expanding Kiwi Spa’s reach. We plan to franchise the Kiwi Spa model and launch our handcrafted skincare products globally, bringing our unique approach to more people worldwide. Additionally, we are introducing new treatments, including holistic facials with cutting-edge ingredients like exosomes for advanced skin rejuvenation.

Our brand is about more than just beauty; it’s about empowerment. By blending natural skincare with positivity and wellness, we aim to create a movement that helps people glow inside and out. Keep an eye out for exciting updates, including new product launches and collaborations with influencers, as we continue to grow.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

Resilience and Determination
One of the most impactful qualities in my journey has been resilience—the ability to stay strong and focused through challenges. Starting a business in a new country, with limited resources and countless obstacles, taught me to never give up on my vision.
Advice: For those starting out, cultivate a mindset that embraces setbacks as opportunities for growth. Meditation, visualization, and surrounding yourself with supportive individuals can help you stay motivated.

Understanding Holistic Healing and Natural Remedies
My foundation in holistic healing, inspired by my grandmother, gave me a unique approach to skincare that sets Kiwi Spa apart. This knowledge helped me create treatments and products that deliver real results while remaining true to my values.
Advice: Invest in continuous learning in your field. Seek mentorship, read extensively, and stay curious. Practical experience combined with deep knowledge will give you a competitive edge.

Visionary Thinking and Adaptability
The ability to dream big while adapting to circumstances was crucial for building Kiwi Spa. My vision for a global beauty empire inspired me to keep going, even when the path was unclear. Adaptability allowed me to pivot and grow when faced with unforeseen challenges.
Advice: Develop your ability to think strategically and embrace change. Create a vision board to clarify your goals and revisit it often. To build adaptability, stay flexible and view challenges as opportunities to learn and innovate.

Your journey will be as unique as you are. Trust yourself, stay aligned with your values, and focus on creating something meaningful. Progress takes time, so be patient, and always remember that every small step brings you closer to your dreams.

What would you advise – going all in on your strengths or investing on areas where you aren’t as strong to be more well-rounded?

When I started Kiwi Spa, my strength was my deep knowledge of natural remedies and holistic healing. By focusing on this, I was able to build a brand that stood out in the competitive skincare market. My passion for organic skincare, combined with the lessons I learned from my grandmother, became the foundation for Kiwi Spa’s success. Doubling down on what I knew best helped me create treatments and products that truly resonated with clients.
While focusing on strengths is critical, there were areas where I had to grow to ensure the success of my business. For example, marketing and business management weren’t my natural strengths when I first started. Recognizing this, I sought help and educated myself. I hired a supportive team, collaborated with experts, and took courses to fill these gaps. This combination of strength-driven focus and strategic improvement allowed Kiwi Spa to flourish.

When I envisioned expanding Kiwi Spa, I realized I lacked experience in franchising and global marketing. Instead of letting that hold me back, I leaned into my strength of storytelling and my passion for the brand. I shared my vision with investors and collaborators who had the expertise I lacked. By focusing on my strengths and seeking help in weaker areas, I was able to create momentum for growth without spreading myself too thin.

Invest in your strengths because they’re your superpower and will carry you far. At the same time, don’t shy away from learning or delegating in areas you’re less confident in. Surround yourself with a team or network that complements your abilities. This balance allows you to grow while staying true to what makes you exceptional.

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